Our Protection Approach
Adopt and utilise approaches and frameworks consistent with Te Ao Māori and Te Tiriti o Waitangi to protect the authenticity of Mānuka and Mānuka Honey as an indigenous highly valued flora species of Aotearoa and in the absence of any bespoke legislation or a Geographic Indicator for Mānuka:
- Continue seeking legal protection under IP Rules (CTMs)
- Continue monitoring key markets for misuse and misappropriation including opposing offending IP filed around the world
- Building competencies to authenticate Mānuka products using Mātauranga and Science
- Telling our story built on whakapapa and whanaungatanga, including developing key creative assets re-affirming our brand and identity
